Pay Per Click Strategies

1
Pay Per Click Strategies

• Overview
• Google, Overture, FindWhat
• Paid inclusion
• Essential tools

2
4 elements to success

• Keyword selections
• Ad copy
• Landing page
• Tracking

3
Find good keywords

• server logs
• customer emails
• Wordtracker
• Overture keyword suggestion tool

4
Landing pages

• Use separate pages from your home page or a deep
  site link
• Repeat use of PPC keyword phrase in text on page
• Make it clean. Have a lot of open space
• Try to qualify the prospect

5
Track click-throughs to a conversion page

• Thanks for Downloading
• Heres your receipt

6
Overture Tips

• Make ads ugly
• Go for multi-word phrases
• Aim for 3rd place
• Set lower bids for content match
• Organize your account
• Know when most clicks occur

7
Google Tips

• Make ads good (use A/B testing and the keyword
  trick)
• Dont automatically accept the suggested maximum
  click amount
• Experiment with Broad and Phrase matching
• When using Content Network, set up a 2nd campaign
  with a lower max click through.

8
Google - keyword trick

• Keyword math software
• Math software thats really
• good. Learn more.
• Shows the keyword used by the searcher. If the
  phrase is too long, then math software will be
  displayed.

9
FindWhat

• Make ads look good
• Many clicks are from inclusion
• Bid prices rising, but lower PPC than Google and
  Overture

10
Paid Inclusion

• Good way to get quality traffic from expert sites
• Major download sites
• Vertical industry and trade association sites

11
Web Analytics

• Key elements
• Path to conversion page
• Referring urls
• Page affinity

12
Web Analytics

• Nice to have
• Multiple domains
• Dynamic pages
• Real time

13
Web analytics suggestions

• Webtrends
• Hitbox
• Hitslink
• Nettracker
• Clicktracks